Brands and colors are inseparable and they simply go together. There are many examples, like golden arches on McDonald’s logo or Tiffany’s blue color everyone adores. What color is synonymous fighting with cancer? Yes, you’re right, it’s pink. Of course, we could list many other examples but there is one thing that connects them all – colors create a vivid and rich visual experience. Besides, colors make each object more attractive, have a significant impact on our mood and they can have a subconscious influence on decisions we make when we buy certain products.
According to data from the Institute for researching colors (yes, this institution exists) an average person subconsciously judges any product, person, or surroundings in up to 90 seconds since establishing the first contact. More than 2/3 of judgments are based on colors.
Other factors matter too, like personal experiences, social circumstances we grew up in, cultural differences, a context where a specific product can be found when we are deciding whether to make a purchase or not.
In popular western culture, white color is associated with something clean, and the main association is related to the wedding. On the other hand, in India, white color is related to grief and people usually wear it at funerals.
The previous example is quite extreme, and it shows how much the cultures and customs mutually differ, but there are certain colors that are universal and evoke the same emotions to all people on the planet.
An excellent example is a blue color, usually related to honesty, trust, reliability. It is well-known this is the most used color for creating logos (Facebook, Twitter, LinkedIn).
When it comes to PINK color, the first brand we think about related to this color is of course Barbie. Pink should associate with youth, playfulness, femininity.
The next color is associated with nature, organic production, and healthy life. Of course, it’s GREEN, and one of the most famous green logos is the one done for Starbucks.
To make our consumers feel the strong positive energy of a brand or understand how brave and courageous that brand is, then we should use RED. we think the Netflix brand clearly shows its energy, courage with striking red color. There is no way we could miss noticing Netflix, which is basically their main intention.
Finally, BLACK is often used when a brand doesn’t want to attract attention but to show how sophisticated, brave, elegant is. Chanel is a great example of the above-mentioned.
How to choose the right color palette for your brand?
The first step on this important path is to pay attention to what kind of message your brand wants to share, and what exactly your consumers should feel when they buy your brand. First of all, a small list of colors could help, the ones we mentioned in the previous segment. When you place things in a certain context, it will be much easier to choose the proper palette. We’re sharing more tips with you:
- Start with one color, the one that identifies with your brand. If you already have a logo, a dominant color should be the primary color of your palette. If you don’t have a logo, and you own a small business, it is time to find out why you need it. After that, add one more primary color, then the second one, and the one that will serve to emphasize certain parts of the logo or other elements.
- You should aim to max 4 colors in your palette. Of course, you can always use variations of one color only, to increase the variety of palettes.
- Repeating is the key to success if you want to have a well recognizable color palette for your brand. Where ever is needed to create a certain visual (whether on social media, website, or printed material) use that color palette. This is the way your consumers will remember you anytime they see certain colors.
- It is essential to avoid colors your competition is using, so you don’t look appear like a copycat to your consumers. The priority is to be different, unique, and recognizable.
Where can you find the inspiration?
For those who are not dealing with graphic design, inspiration and understanding of color palettes don’t come so easily and naturally. To get a broad picture of the best colors for your brand, and find inspiration, we are sharing a few best websites that could inspire you.
- Pigment by Shape factory – this is one of the best generators of the color palettes you can find on the internet. It offers an intuitive user interface and a great user experience. You can pick any palette that suits your needs, and adjust shades, lightning, and pigment on the spot.
- Coolors – super fast generator enabling you to create, keep, and share color palette, literally in a few minutes. There are already available color palettes, made by users, and ready to be used. Search their database, and you can find interesting combinations.
- Color Hunt – this site offers new color palettes on a daily basis. It has an extensive database with carefully chosen color combinations, and it’s user-friendly due to its simplicity. Four colors well-combined are sorted in a way so you can easily make a decision on which combination works the best for you.
The beginning of the summer seems to be a great period to grasp all those bright colors and think about combinations you want to see on your logo and brand. While you’re sitting at the seashore, ocean, next to a river, etc., get yourself inspired and choose your favorite colors.
If you need help in creating color palettes, logos, visual identity, contact us and book a meeting with our graphic designers. Their advice will help you pick the best color combination and services for your brand.
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